We Are For Good Podcast - Episode 610 Summary: "How to Reframe Your Engagement + Activate Supporters" with Beth Saunders

Release Date: March 19, 2025

Introduction to Beth Saunders

In Episode 610 of the We Are For Good Podcast, hosts Jon McCoy and Becky Endicott welcome Beth Saunders, a dynamic force in the nonprofit sector, to discuss strategies for activating and engaging supporters. Beth brings a wealth of experience, having transitioned from a corporate banking career to leading her own consulting practice focused on enhancing supporter engagement through her unique Map, Move, Measure framework.

Becky introduces Beth with great enthusiasm:

“Beth, I have to say, you and I have met… your superpower is helping people think in new and different ways about their work. I love that you help nonprofits think about how to get people to engage with you.”
[02:27]

Beth’s Journey from Corporate to Nonprofit

Beth shares her transformative journey from a decade-long career in commercial banking to dedicating herself to nonprofit work through AmeriCorps VISTA. Her pivotal moment came during an adventure vacation in Peru, where she realized the need to seek meaningful work.

Beth recounts:

“I was standing on the Inca Trail looking at the valley and mountains, and I'm like, I really need to make a change.”
[02:55]

This epiphany led her to volunteer, travel, and ultimately establish her consulting practice, aiming to connect passion with purpose in the nonprofit realm.

Reframing Data and Supporter Engagement

A significant portion of the discussion revolves around how nonprofits perceive and utilize data. Beth emphasizes shifting the focus from viewing data as mere transactions to recognizing the human interactions behind them.

Beth explains:

“Data, to me, is a record of an interaction. In the nonprofit space, we have this tendency to think about those interactions as donations or gifts… it's about people who donate, it's about the person.”
[06:41]

Becky complements this by highlighting the importance of an abundant mindset, which Beth defines as focusing on outcomes rather than transactions. This approach fosters long-term support and deeper relationships with supporters.

Abundance vs. Scarcity Mindset

Beth delineates the contrast between scarcity and abundance mindsets in fundraising and engagement:

Beth states:

“If we just put that ask or that invitation out to absolutely everybody, it's a very generic message… But if you talk about the potential and the change that will happen… it takes a bigger investment.”
[10:44]

By emphasizing positive outcomes and the transformative impact of support, nonprofits can cultivate more substantial and enduring engagement from their community.

Introducing the Map, Move, Measure Framework

Central to the episode is Beth’s Map, Move, Measure framework, designed to guide nonprofits in strategic engagement:

1. Map: Creating a Vision Map that outlines the long-term change the organization aims to achieve.
2. Move: Inviting supporters to join the journey towards these goals, recognizing their unique roles and contributions.
3. Measure: Utilizing an Engagement Pyramid to assess the level of supporter involvement, from attention and trust to financial contributions and leadership roles.

Beth elaborates:

“Map, Move, Measure is actually… a strategic framework. It keeps nonprofit leaders heading in the right direction without going on very costly detours.”
[16:43]

This framework not only aligns organizational goals with supporter actions but also leverages data to personalize engagement opportunities.

Strategic Use of Data and Metrics

Beth underscores the importance of redefining impact measurement by integrating engagement levels into traditional metrics. She suggests expanding beyond the classic RFM (Recency, Frequency, Monetary) model to include the nature and value of interactions.

Beth advises:

“Recency, what have you done for me lately? Maybe you made a gift, but maybe you brought a friend to volunteer with you… frequency is how often are you interacting with us… monetary value can actually get applied to how much did that volunteer activity contribute.”
[24:37]

By doing so, nonprofits can better identify and cultivate relationships with supporters who are most likely to contribute meaningfully over time.

Storytelling and Its Role in Philanthropy

The conversation shifts to the power of storytelling in creating impactful philanthropic movements. Beth shares how witnessing passionate individuals dedicating their lives to causes has profoundly moved her, reinforcing the importance of community and shared purpose.

Beth reflects:

“To see so many young people knowing they wanted to give and work in this way was so inspiring… I am often brought to tears just working with the people I work with because I'm so full up with how important it is.”
[31:01]

Conclusion and Key Takeaways

In wrapping up, Beth emphasizes the need to "look up and notice" the broader impact and the collective efforts within the nonprofit community. This mindset encourages leaders and supporters alike to appreciate the larger picture and the beauty of collaborative change.

Beth’s final thought:

“Look up and notice there’s a bigger picture. And when you notice that it's actually really beautiful.”
[33:58]

Connecting with Beth Saunders

For listeners inspired by Beth’s insights and eager to implement the Map, Move, Measure framework, she can be reached through her website BethSaundersAssociates.com or via LinkedIn under the name "Beth Saunders."

Notable Quotes

• Beth Saunders: "Data, to me, is a record of an interaction. It’s about people who donate, it's about the person."
  [06:41]

• Beth Saunders: "Map, Move, Measure is actually… a strategic framework. It keeps nonprofit leaders heading in the right direction without going on very costly detours."
  [16:43]

• Beth Saunders: "If we focus on the potential and the change that will happen… you’re going to get longer term support, you’re going to develop a relationship with somebody."
  [10:44]

• Beth Saunders: "Look up and notice there’s a bigger picture. And when you notice that it's actually really beautiful."
  [33:58]

Final Thoughts

This episode offers invaluable strategies for nonprofit professionals aiming to deepen supporter engagement and harness the power of their community. Beth Saunders' Map, Move, Measure framework provides a clear, actionable path to fostering meaningful relationships and driving sustained impact. By embracing an abundant mindset and rethinking how data informs engagement, nonprofits can build stronger, more resilient communities dedicated to their missions.

For more insights and resources, visit We Are For Good.